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Max Mara Unveils New Global Retail Concept in Munich Flagship Store
Munich, October 15 – Max Mara, the renowned Italian fashion house, has officially reopened its flagship boutique in Munich, Bavaria, Germany, introducing a groundbreaking new retail concept. This innovative design, inspired by the brand’s rich heritage, is slated for implementation in Max Mara stores worldwide.
A Landmark Store: Second Largest Globally
Located at Theatinerstraße 3, the newly renovated Munich store is Max Mara’s second-largest globally, boasting an expansive retail space of 960 square meters distributed across three meticulously designed floors. The project was spearheaded by Duccio Grassi Architects, who drew inspiration from Max Mara’s historic headquarters in Reggio Emilia.
Inspired by History: A Poetic Return to Origins
The design concept pays homage to the brand’s original headquarters, inaugurated in 1958, which now houses the Collezione Maramotti-a private collection of contemporary art amassed by the Maramotti family over the years. This rationalist building, designed by Antonio Pastorini and Eugenio Salvarani, remains a significant landmark in industrial architecture. Its essence has been reinterpreted to create a poetic return to Max Mara’s origins.
Architectural Highlights and Interior Design
A striking sculptural spiral staircase, clad in copper and visible from the exterior, serves as the central design element, dynamically connecting the three retail levels. This architectural marvel immediately captures attention and guides visitors through the expansive space.
On the ground floor, a dedicated wall for handbags features wide wooden shelves that seamlessly merge into a curved surface with niches for eyewear. Further within, a lounge area offers privacy, shielded by a wooden lattice that reinterprets traditional brick patterns in a contemporary style.
The first and second floors showcase Max Mara’s diverse collections. These spaces are artfully structured with floor-to-ceiling exhibition elements crafted from wood and black iron. Complementing these are tables and display cases with wooden and orange resin surfaces. Sofas and armchairs add warmth and comfort to the ambiance, creating an inviting shopping experience.
Curated Furnishings and Design Homages
The furniture throughout the boutique has been carefully selected from a range of designers, from emerging talents to established names. A notable inclusion is the famous ‘Stringa’ sofa by Gae Aulenti, which adorned Max Mara’s first Milan store. Its reintroduction in the Munich boutique serves as a poignant homage to the brand’s deep connection with significant design.
Natural Light and Dedicated Spaces
Large window fronts allow ample natural light to flood the retail spaces, fostering a continuous visual connection with the outside world. A distinct area is dedicated to Max Mara’s most elegant and tailored designs, offering a unique atmosphere characterized by large square wooden flooring and cream-colored, fabric-covered walls with wooden frames.
The first floor also houses the Sportmax line, conceived as its own independent universe, further enhancing the diverse offerings within the flagship store.
A New Chapter for Max Mara in Munich
The reopening marks a significant moment for Max Mara, reinforcing its commitment to elevating the luxury retail experience. The new concept in Munich is not just a store but a journey through the brand’s heritage, innovation, and timeless elegance, setting a new standard for its global presence.
Source: https://fashionunited.de/nachrichten/einzelhandel/max-mara-feiert-wiederoffnung-in-munchen-mit-neuem-retail-konzept/2026101568946
